The Service-marketing Strategies Research Of AB Telecom's Call

The paper has discussed the call service-marketing problems of AB telecom in the more and more competitive environment. With the form of the telecom' s competitive situation, the telecom runners pay more and more attention to the service, which has become another core competence besides the Internet resource. Because of the particularity of the call service, which much needs new marketing ideas and effective strategies.The paper., has three parts. The first part has recounted the necessarity of. service marketing to call service. On the basic of the analyzation of AB telecom' s competitive environment, it applies the service package theory of service marketing to analyze the call, and redefine call service to three parts that is basic service, communication service and additional service in a new way. it also take the additional service as an important part, which can help to satisfy the customer and then the customer will enjoy more and more core service, which will bring profit to the company. The second part has analyzes the call service-marketing' s present situation and problems of AB telecom. It has analyzes the service-marketing' s present situation of AB telecom by the way of customer group and service transfer; it particularly analyzes how the customer manager' s to apply service-marketing, from which we can find that their marketing idea is weak, and the service isnot easy and smooth. The third part has posed the service strategies to the AB telecom call service. It applied the theory such as service profit chain, customer touch, and service strategies to solve AB telecom call service-marketing' s present situation and problems. It poses the strategies such as involving service marketing idea, optimizing service design, applying inner customer system, uniting customer touch management, making the communication service visible, perfecting supervisor system, some of which can be used in the company.The speciality of the paper is that it applies modern service marketing theroy and analyzes the present situation of the AB telecom' s service marketing, and then poses the marketing strategies such as marketing idea, service design, customer management and service supervisor which can give some ideas to improve the level of call service.